How YouTube Beauty Star Rachel Levin Keeps 7 Million Subscribers Tuned In

And what brands can learn from the vlogger

Unless you're one of Rachel Levin's 7.6 million beauty-obsessed YouTube followers, there's a good chance you've never heard of the 21-year-old vlogger. But you're about to.

With a massive number of subscribers that has seemingly grown overnight, Levin is one part of YouTube's pitch to attract TV-size ad budgets through the Google Preferred program that is core to its Brandcast event during this week's NewFronts.

Photos: Joshua Pestka

From funny videos that show the difference between life's expectations and sometimes harsh reality—like what it's really like for teens to go back to school (nearly 24 million YouTube views)—to beauty tips on how to make your own lipstick out of bubble gum (more than 15 million views), Levin's one of YouTube's homegrown stars who has found her niche on the platform.

Levin spoke with Adweek's Lauren Johnson about how she got started on YouTube, her staggeringly quick...



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